Advanced Television

Report: CTV ads reach 94% of US homes

September 30, 2022

Pixalate, the fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, has released the H1 2022 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through the first half of 2022.

The report provides a deep dive into open programmatic CTV ad spend trends by global region, ad fraud (or invalid traffic, ‘IVT’) in open programmatic CTV advertising, and trends in the Roku and Amazon Fire TV app stores.

Key Findings:

Global CTV Advertising Climbs Higher

  • 94 per cent of US households reachable via open programmatic CTV ads, up from 86 per cent in 2021.
  • 31 per cent YoY increase in global open programmatic CTV ad spend, 4X growth in 3 years.

Ad Fraud in the open programmatic CTV ad ecosystem increased YoY

  • CTV ad fraud was ~20 per cent in H1 2022, up from ~15 per cent in H1 2021

Roku devices dominate the programmatic ad market; LG gains significant market share amongst CTV devices

  • 44 per cent of open programmatic ad spend in CTV went to Roku devices.
  • 237 per cent YoY open programmatic ad market share increase for LG Devices.

North America slightly outpaces the global average for CTV Ad Spend; EMEA & LatAm see exponential growth YoY

  • 32 per cent growth YoY reported for North America, slightly above 31 per cent global average
  • EMEA saw 816 per cent YoY growth, and LatAm accomplishes 318 per cent YoY growth in open programmatic ad spend


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